Before
After
Example: About
Milliken
About Us
By combining science with design and
insights, Milliken tackles the issues
and concerns of today. Every day, our
community of innovators is invigorated
by the challenge of finding creative
ways to enhance people's lives and make
the world around us easier, safer, more
sustainable, and more beautiful.
The Courage to Think Big
At Milliken, we believe in the power
of ideas to impact the world. And
we know that the best ideas are born
by empowering the brightest people.
As a global company, our expertise
in research, design, and manufacturing
spans multiple markets including floor
covering, performance and protective
textiles, specialty chemicals, healthcare,
and operational excellence consulting
for industrial manufacturers.
7 | Brand System Guidelines | September 2019
Our Brand Voice / What has Changed
We are attempting to create a more
consistent voice across communications
to all audiences around the globe.
Our goal is to be more savvy about the way
we market our products and services.
This will require a change in how we write.
If you are a writer at Milliken, this guide
will help you establish our new tone
of voice, irrespective of where you sit within
the company. There are a number
of qualities we are shifting:
• Inconsistent Consistent
• Overly humble More confident
• Science seen as a barrier Science
is more open and engaging
• Stand-offish and aloof Accessible
and more casual
• Traditional Progressive
1 / Brand Voice